Compare CPC benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
The headline: Brazil’s cost-per-click (CPC) sat well below the global benchmark but showed distinct seasonal swings and a late upward momentum into mid‑2026. This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for All industries in Brazil compared to the global benchmark.
Across July 2025–July 2026, Brazil’s median CPC averaged roughly $0.20, starting at $0.25 in July 2025 and ending at $0.26 in July 2026 — a modest +5% lift from beginning to end. The low point arrived in December 2025 at about $0.11, while the high was $0.263 in July 2026. Month-to-month absolute moves averaged about $0.035 (≈18% of Brazil’s mean), signaling meaningful month-level swings tied to seasonality.
By contrast, the global baseline averaged about $1.05 per click over the same window. Global CPCs peaked in November 2025 at $1.29 and troughed in July 2026 at $0.77. That movement was larger in absolute terms (average monthly absolute change ≈ $0.10), but smaller in relative terms (~9% of the global mean). Put simply: Brazil traded at low absolute CPCs but with stronger percentage volatility.
Brazil shows a clear dip into late Q4 2025 (Dec $0.11), followed by a gradual rebound through Q1 into spring, a mid‑April softening, then a sharp lift from May through July 2026 (May–Jun around $0.24, July $0.26). The calendar rhythm suggests a pronounced December trough and a May–July rebound in absolute CPCs.
Globally, the rhythm was different: a notable November 2025 peak (1.29) was followed by a pullback across December and early 2026, a bounce into March, relative stability in spring, then a steep decline into July 2026 (0.77). The two patterns overlap only partially — Brazil’s deepest trough landed in December, while the global extreme moved later into summer.
Across the year Brazil’s CPCs were materially lower than the global benchmark — on average roughly 80% below global CPCs (Brazil ~ $0.20 vs global ~ $1.05). Monthly spreads varied: Brazil represented about 23% of global CPCs in July–October 2025, shrank to roughly 11–15% through Dec–Apr, then narrowed to about 22–34% by May–July 2026. The narrowest gap occurred in July 2026 (Brazil ≈ 34% of global), the widest in December 2025 (Brazil ≈ 11% of global). In absolute dollars the global market moved more, but Brazil’s relative month-to-month swings were larger — indicating more percent volatility against a low baseline.
Understanding Facebook Ads cost‑per‑click benchmarks for all industries in Brazil helps advertisers evaluate engagement trends and compare performance to global patterns for Brazil and All industries.
Facebook advertising cost benchmarks
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting Brazil, advertisers should consider local market factors and user behavior. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPC values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
December (Christmas), Late November (Black Friday), Children's Day (Oct 12)
CPM and CPC may rise around Carnival and Independence Day as social activity increases. Competition may rise on Children's Day (Oct 12) and Black Friday. December (Christmas) may increase e-commerce traffic and CPMs. Extended holiday weekends may change ad engagement patterns.
CPC (Cost Per Click) is what you pay each time someone clicks on your ad, on any Facebook Ads placement. It's calculated by dividing your total spend by the number of clicks received. Facebook Ads lists Clicks, Link Clicks and Outbound Clicks separately. The former is the sum of all types of clicks (including, for example, clicks to your profile page, to a link or to a comment).
CPC varies by region, industry, and campaign objective. Use the filters to compare benchmarks that match your campaign. The US is one of the more expensive markets.
Audience targeting, industry competition, ad relevance score, and creative performance affect CPC. Low engagement or relevance can increase CPC.
CPC can increase with more competition in your target audience, seasonal trends such as holidays, lower ad relevance scores, or algorithm changes. Check whether your audience is too narrow or your creative is showing fatigue.
Mobile CPCs often run lower than desktop CPCs because there is more mobile inventory. Segment performance by placement to see where clicks come from.
For most businesses, conversion optimization produces better ROI than CPC alone. CPC optimization can suit awareness campaigns or content promotion when clicks are the goal.
Your specific audience targeting, creative quality, bidding strategy, and account history all influence your CPC. Industry averages provide a reference point, but your historical performance is a more reliable benchmark for setting expectations and measuring improvement.
Instagram CPCs are generally slightly higher because of purchase intent and advertiser competition. Results also depend on the audience and creative.
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